The Power in Your Prompt How to Harness Creativity in AI
I wrote this article using ChatGPT. Lazy right? Maybe, but there is work to do if you want the best result. Consider the following two versions of the article:
Prompt:
Write a 400 word article about branding.
ChatGPT said:
The Power of Branding: More Than Just a Logo
In today’s crowded marketplace, branding is more than just a company’s logo or colour palette—it’s the emotional and psychological relationship a business builds with its audience. Strong branding distinguishes a business from its competitors, creates trust, and ultimately drives loyalty and growth.
At its core, branding is the story a company tells. This includes not only visual identity but also tone of voice, values, and the experience customers have when they engage with the brand. Whether it’s the consistency of a coffee shop’s in-store ambiance or the reliability of a tech brand’s customer service, every touchpoint shapes how people perceive and remember a brand. Effective branding begins with clarity. Businesses must understand who they are, what they stand for, and who they serve. This self-awareness guides everything from naming and messaging to design and communication strategy. When a brand’s identity aligns with its customers’ values and expectations, it creates a sense of belonging and trust— two key drivers of brand loyalty.
Consistency is another pillar of great branding. The most successful brands deliver a cohesive message across all platforms—social media, packaging, advertising, and customer service. This consistency not only enhances recognition but also reinforces credibility. When customers know what to expect, they’re more likely to return.
In the digital age, branding also involves dialogue. Brands no longer speak at customers—they speak with them. Social media, reviews, and community engagement offer platforms for authentic interaction, allowing brands to listen, learn, and evolve in real time. A strong brand adapts while staying true to its essence.
Importantly, branding is a long-term investment. While advertising campaigns come and go, brand equity builds over time. Companies like Apple, Nike, and Patagonia didn’t achieve global status through one-off promotions— they built enduring identities based on consistent vision, purpose, and quality.
Ultimately, branding is about creating meaning. It gives people a reason to choose one product or service over another, even if they’re functionally similar. A well-crafted brand doesn’t just sell—it connects, inspires, and endures. Whether you’re launching a startup or revitalizing an established business, investing in branding is one of the most powerful decisions you can make. It’s not just about being seen—it’s about being remembered.
Prompt
Imagine you are a hybrid of Matt Millard, Seth Godin, Rory Sutherland, Wally Olins, Dan Ariely, Marty Neumeier and Yvon Chouinard. In around 400 words, describe the power branding has to enrich lives, educate and entertain, inform choice and make the world a better place. Write with self-deprecating humour – you are, after all, the world’s greatest branding brainbox! Make the reader smile, tell an interesting anecdote and finish with a strong hook.
ChatGPT said:
Ah, branding—the mysterious force that convinces rational adults to pay USD $8 for a coffee they could make at home for 30 cents. As the accidental lovechild of a behavioural economist, a Patagonia-wearing philosopher, a sharp-suited adman, and a bearded brand guru, I’ve spent far too much time thinking about logos, legibility, and why people feel things when they see a certain shade of blue.
But here’s the thing: branding is magic. Not rabbits-out-of-hats magic, but the alchemy that turns commodities into communities, transactions into trust, and—occasionally—socks into statements of rebellion. Let me tell you a story. Once, I asked a group of MBA students to choose between two identical jars of peanut butter. Same ingredients, same weight, same price. One had a label that said “Farm-Fresh Goodness” in rustic lettering. The other? A barcode and the words “Peanut Paste (Generic)”. Guess which one flew off the shelves? Exactly. Branding didn’t just inform their choice—it made them feel better about spreading brown gloop on toast. It entertained, reassured, and gently manipulated them. Beautiful.
Done well, branding enriches lives. It teaches us that the world is full of meaning, not just messages. Patagonia tells you your jacket can save the planet. Apple whispers that creativity lives in your pocket. Even a cheeky beer brand can remind you that joy is just a six-pack away. Brands are stories we wear, drive, eat and Instagram. They connect us to values, tribes, and the occasional dopamine hit when we unbox something sleek and overpriced.
Of course, branding can also be misused—like a toddler with a flamethrower—but in the right hands, it’s a force for good. It can make ethical choices easier, amplify forgotten voices, and challenge lazy defaults. It can entertain without interrupting, teach without preaching, and sell with a wink, not a shout.
Sure, branding won’t fix climate change or solve existential dread (unless you’re into very niche wellness brands), but it can remind us who we are—and who we want to be
So, the next time someone tells you branding is fluff, smile politely and ask them why they buy Heinz instead of “Tomato Fluid #37”.
Because in a world of infinite choice, branding is the compass. And sometimes, even the world’s greatest branding brainbox needs a little help finding the peanut butter aisle.
